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Branding for Investment Firms with Whitney Rockley from McRock Capital, Amélie Foz-Couture from Diagram Ventures and Clement Bourgogne from Jolt Capital
04/25/2025
Branding for Investment Firms with Whitney Rockley from McRock Capital, Amélie Foz-Couture from Diagram Ventures and Clement Bourgogne from Jolt Capital
I had the pleasure of moderating a panel at the recent Reseau Capital Annual summit on the topic branding for investment firms. My job was pretty easy, I got the chance to listen to the brilliant Whitney Rockley from McRock Capital, Amélie Foz-Couture from Diagram Ventures and Clement Bourgogne from Jolt Capital. They share some unique insights on grassroots marketing, relationship based messaging, adapting for new markets and much more. The panel discusses the importance and impact of marketing and branding in venture capital. Whitney shares the early grassroots marketing journey of Mac Rock, focusing on industrial software, and how their quirky, authentic videos and deep connections with entrepreneurs and LPs fostered a loyal following and facilitated significant deals. Amil Lee from Diagram explains their low-profile but relationship-driven strategy in the FinTech and climate tech sectors, emphasizing the power of personal outreach and alignment with their fund's strategy. Cleon shares how Jolt leverages its identity in deep tech and engineering, while highlighting the importance of staying true to core values. The discussion touches on the cost-effective nature of grassroots marketing, the importance of authenticity, trust, and consistency, and scaling branding efforts. They also stress the significance of data-driven thought leadership and firsts in maintaining a leadership position in a specialized fund.
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